Apple Turns to Its Brand to Drive Sales

By Daniel Sparks – Jun 14, 2013 at 6:00PM

NASDAQ: AAPL

Apple

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$2,579B

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(-0.57%) -$0.96

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As competition in the smartphone market intensifies, Apple turns to its brand to differentiate.

Samsung outspent and outplayed Apple (AAPL -0.57%) in marketing last year. Fortunately for Apple investors, the company may have learned a lesson. After Ken Segall criticized Apple's marketing approach in early 2013, the company seems to have turned a corner.

As Fool contributor Daniel Sparks explains in the video below, Apple is beginning to focus its marketing on its powerful brand as opposed to its 2012 practice of focusing on its products and their features. This is good news for Apple investors.

Fool contributor Daniel Sparks has no position in any stocks mentioned. The Motley Fool recommends Apple. The Motley Fool owns shares of Apple. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.